Beauty and Personal Care in Kenya

Name: Beauty and Personal Care in Kenya
Brand: Euromonitor International
Price: 2550 EUR

May 2024

EUR 2,550

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Overview:

Understand the latest market trends and future growth opportunities for the Beauty and Personal Care industry in Kenya with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

Baby and Child-Specific Products
Bath and Shower
Colour Cosmetics
Deodorants
Depilatories
Fragrances
Hair Care
Men's Grooming
Oral Care
Skin Care
Sun Care
Premium Beauty and Personal Care
Mass Beauty and Personal Care

If you're in the Beauty and Personal Care industry in Kenya, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Beauty and Personal Care in Kenya report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volume and value sizes, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent research methodology, conducted in-country

This report answers:

What is the market size of Beauty and Personal Care in Kenya?
Which are the leading brands in Kenya?
How are products distributed in Kenya?
To what extent is e-commerce changing the retail environment and consumer demand?
How are sales of mass versus premium beauty products evolving?
Which products are seeing rising demand in the wake of COVID-19?
Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
How is the macroeconomic environment shaping demand?
Where is future growth expected to be most dynamic?

Download Table of Contents

Beauty and Personal Care in Kenya

EXECUTIVE SUMMARY

Beauty and personal care in 2023: The big picture

2023 key trends

Competitive landscape

Retailing developments

What next for beauty and personal care?

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2018-2023

Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2019-2023

Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2019-2023

Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2020-2023

Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2018-2023

Table 7 Distribution of Beauty and Personal Care by Format: % Value 2018-2023

Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2023

Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2023-2028

Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2023-2028

DISCLAIMER

SOURCES

Summary 1 Research Sources

Baby and Child-Specific Products in Kenya

KEY DATA FINDINGS

2023 DEVELOPMENTS

Johnson &Johnson sued over sale of baby powder in Kenya, while consumers shift towards multifunctionality

Nice and Lovely East Africa introduces Nice& Lovely baby naturals.

Royal Converters launches Hanan Flushable baby wipes in top-performing subcategory

PROSPECTS AND OPPORTUNITIES

Slow growth forecast for baby and child-specific products in the face of strict regulations

Market expansion in line with population increase provides potential for future growth

Nappy (diaper) rash treatments faces further struggle

CATEGORY DATA

Table 11 Sales of Baby and Child-specific Products by Category: Value 2018-2023

Table 12 Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023

Table 13 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023

Table 14 NBO Company Shares of Baby and Child-specific Products: % Value 2019-2023

Table 15 LBN Brand Shares of Baby and Child-specific Products: % Value 2020-2023

Table 16 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2020-2023

Table 17 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2020-2023

Table 18 Forecast Sales of Baby and Child-specific Products by Category: Value 2023-2028

Table 19 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2023-2028

Table 20 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2023-2028

Bath and Shower in Kenya

KEY DATA FINDINGS

2023 DEVELOPMENTS

Cussons adds two new variants to Flamingo soap line, while concerns rise regarding product ingredients

Bidco Africa ventures into e-commerce with a new online shop and Pwani Oil launches new chocolate soap

Players innovate in line with current trends

PROSPECTS AND OPPORTUNITIES

Growing demand for plant-based ingredients, essential oils and locally sourced materials

Multifunctional trend will accelerate during forecast period while consumers continue to shift towards local offerings

Improved household sanitation to impact on growth and development

CATEGORY DATA

Table 21 Sales of Bath and Shower by Category: Value 2018-2023

Table 22 Sales of Bath and Shower by Category: % Value Growth 2018-2023

Table 23 Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023

Table 24 NBO Company Shares of Bath and Shower: % Value 2019-2023

Table 25 LBN Brand Shares of Bath and Shower: % Value 2020-2023

Table 26 LBN Brand Shares of Premium Bath and Shower: % Value 2020-2023

Table 27 Forecast Sales of Bath and Shower by Category: Value 2023-2028

Table 28 Forecast Sales of Bath and Shower by Category: % Value Growth 2023-2028

Table 29 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2023-2028

Colour Cosmetics in Kenya

KEY DATA FINDINGS

2023 DEVELOPMENTS

E-commerce continues to rise in colour cosmetics in 20233

Maybelline New York engages social media influencers to push the brand, as lip products gains ground

Colour cosmetics is home to counterfeit brands

PROSPECTS AND OPPORTUNITIES

Generation Z as driving force for innovation

Rising incomes will support sales in colour cosmetics

Rising interest in personal appearance to support category development, as the digital shift continues

CATEGORY DATA

Table 30 Sales of Colour Cosmetics by Category: Value 2018-2023

Table 31 Sales of Colour Cosmetics by Category: % Value Growth 2018-2023

Table 32 Sales of Colour Cosmetics by Premium vs Mass: % Value 2018-2023

Table 33 NBO Company Shares of Colour Cosmetics: % Value 2019-2023

Table 34 LBN Brand Shares of Colour Cosmetics: % Value 2020-2023

Table 35 LBN Brand Shares of Premium Colour Cosmetics: % Value 2020-2023

Table 36 Forecast Sales of Colour Cosmetics by Category: Value 2023-2028

Table 37 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2023-2028

Table 38 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2023-2028

Deodorants in Kenya

KEY DATA FINDINGS

2023 DEVELOPMENTS

Rising incomes and persistent urbanisation fuel positive growth in deodorants

Deodorant sticks faces pricing challenges amid growing demand

Beiersdorf maintains overall lead in 2023

PROSPECTS AND OPPORTUNITIES

Improved incomes and an expanding population will support future growth for deodorants in Kenya

Roll-ons to remain popular choice

Shift to natural deodorants likely to stunt category growth while e-commerce expands

CATEGORY DATA

Table 39 Sales of Deodorants by Category: Value 2018-2023

Table 40 Sales of Deodorants by Category: % Value Growth 2018-2023

Table 41 Sales of Deodorants by Premium vs Mass: % Value 2018-2023

Table 42 NBO Company Shares of Deodorants: % Value 2019-2023

Table 43 LBN Brand Shares of Deodorants: % Value 2020-2023

Table 44 LBN Brand Shares of Premium Deodorants: % Value 2020-2023

Table 45 Forecast Sales of Deodorants by Category: Value 2023-2028

Table 46 Forecast Sales of Deodorants by Category: % Value Growth 2023-2028

Table 47 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2023-2028

Depilatories in Kenya

KEY DATA FINDINGS

2023 DEVELOPMENTS

Shifting preferences towards safer alternatives

Increased incomes drive growth

Veet maintains market lead

PROSPECTS AND OPPORTUNITIES

Bleaches yet to gain traction, and consumers to continue to shift towards safe ingredients

Penetration of laser hair removal to negatively impact category growth

Hair removers remain preferred

CATEGORY DATA

Table 48 Sales of Depilatories by Category: Value 2018-2023

Table 49 Sales of Depilatories by Category: % Value Growth 2018-2023

Table 50 NBO Company Shares of Depilatories: % Value 2019-2023

Table 51 LBN Brand Shares of Depilatories: % Value 2020-2023

Table 52 Forecast Sales of Depilatories by Category: Value 2023-2028

Table 53 Forecast Sales of Depilatories by Category: % Value Growth 2023-2028

Fragrances in Kenya

KEY DATA FINDINGS

2023 DEVELOPMENTS

Mass fragrances outpaces premium alternatives

Arabian scents gain further ground and men show more interest in fragrances

Inflation negatively impacts sales, and refill stations expand

PROSPECTS AND OPPORTUNITIES

Premium fragrances to remain resilient

Counterfeit fragrances restrict overall growth

Signature fragrances set to become more widespread

CATEGORY DATA

Table 54 Sales of Fragrances by Category: Value 2018-2023

Table 55 Sales of Fragrances by Category: % Value Growth 2018-2023

Table 56 NBO Company Shares of Fragrances: % Value 2019-2023

Table 57 LBN Brand Shares of Fragrances: % Value 2020-2023

Table 58 LBN Brand Shares of Premium Men's Fragrances: % Value 2020-2023

Table 59 LBN Brand Shares of Premium Women's Fragrances: % Value 2020-2023

Table 60 Forecast Sales of Fragrances by Category: Value 2023-2028

Table 61 Forecast Sales of Fragrances by Category: % Value Growth 2023-2028

Hair Care in Kenya

KEY DATA FINDINGS

2023 DEVELOPMENTS

Consumers shift towards chemical-free options boasting natural ingredients

Design Essentials launches innovative new product

L’Oréal invests in new education programmes and product expansion

PROSPECTS AND OPPORTUNITIES

Salon professional hair care to benefit from continued urbanisation

Health-conscious consumers to drive demand for natural ingredients as digitalisation trends continue apace

Premium hair care holds potential for growth

CATEGORY DATA

Table 62 Sales of Hair Care by Category: Value 2018-2023

Table 63 Sales of Hair Care by Category: % Value Growth 2018-2023

Table 64 Sales of Hair Care by Premium vs Mass: % Value 2018-2023

Table 65 NBO Company Shares of Hair Care: % Value 2019-2023

Table 66 LBN Brand Shares of Hair Care: % Value 2020-2023

Table 67 NBO Company Shares of Salon Professional Hair Care: % Value 2019-2023

Table 68 LBN Brand Shares of Salon Professional Hair Care: % Value 2020-2023

Table 69 LBN Brand Shares of Premium Hair Care: % Value 2020-2023

Table 70 Forecast Sales of Hair Care by Category: Value 2023-2028

Table 71 Forecast Sales of Hair Care by Category: % Value Growth 2023-2028

Table 72 Forecast Sales of Hair Care by Premium vs Mass: % Value 2023-2028

Men's Grooming in Kenya

KEY DATA FINDINGS

2023 DEVELOPMENTS

Kenyan men increasingly prioritise grooming and self-care

PZ Cussons appoints Nameless as brand ambassador for Imperial Leather, and Hasbah maintains leaderships

Skin care drives interest in men’s grooming

PROSPECTS AND OPPORTUNITIES

Innovation informed by evolving needs and preferences

Budget-friendly brands will remain preferred choice for many consumers

Shift from premium razors to spark demand for more affordable grooming solutions

CATEGORY DATA

Table 73 Sales of Men’s Grooming by Category: Value 2018-2023

Table 74 Sales of Men’s Grooming by Category: % Value Growth 2018-2023

Table 75 Sales of Men's Razors and Blades by Type: % Value Breakdown 2020-2023

Table 76 Sales of Men's Skin Care by Type: % Value Breakdown 2020-2023

Table 77 NBO Company Shares of Men’s Grooming: % Value 2019-2023

Table 78 LBN Brand Shares of Men’s Grooming: % Value 2020-2023

Table 79 LBN Brand Shares of Men's Razors and Blades: % Value 2020-2023

Table 80 Forecast Sales of Men’s Grooming by Category: Value 2023-2028

Table 81 Forecast Sales of Men’s Grooming by Category: % Value Growth 2023-2028

Oral Care in Kenya

KEY DATA FINDINGS

2023 DEVELOPMENTS

New Kenyan-made oral hygiene products introduced in 2023

Players use promotions to woo price-sensitive consumers

Dental floss yet to gain traction despite rising interest in oral care

PROSPECTS AND OPPORTUNITIES

Mouthwashes/dental rinses will struggle to gain traction

Electric toothbrushes appeal to urban dwellers while increased adoption of manual toothbrushes drives sales in rural Kenya

Improving lifestyles and consumer spending power to support future sales

CATEGORY DATA

Table 82 Sales of Oral Care by Category: Value 2018-2023

Table 83 Sales of Oral Care by Category: % Value Growth 2018-2023

Table 84 Sales of Toothbrushes by Category: Value 2018-2023

Table 85 Sales of Toothbrushes by Category: % Value Growth 2018-2023

Table 86 Sales of Toothpaste by Type: % Value Breakdown 2019-2023

Table 87 NBO Company Shares of Oral Care: % Value 2019-2023

Table 88 LBN Brand Shares of Oral Care: % Value 2020-2023

Table 89 Forecast Sales of Oral Care by Category: Value 2023-2028

Table 90 Forecast Sales of Oral Care by Category: % Value Growth 2023-2028

Table 91 Forecast Sales of Toothbrushes by Category: Value 2023-2028

Table 92 Forecast Sales of Toothbrushes by Category: % Value Growth 2023-2028

Skin Care in Kenya

KEY DATA FINDINGS

2023 DEVELOPMENTS

Garnier rolls out green beauty products in Kenya.

CeraVe introduces affordable acne skin care variant, Nivea launches new line, and young consumers drive demand for premium options

The move is particularly significant given the high prevalence of acne in Kenya.

Vaseline employs Joy Kendi as its brand ambassador, Nice & Lovely launches stretch mark oil, and Haco introduces new lotion

PROSPECTS AND OPPORTUNITIES

Snail slime skin care products take shape while niche brands continue to emerge

Personalisation trend set to expand while e-commerce continues to rise

Sustainability and K-beauty trends will accelerate during forecast period

CATEGORY DATA

Table 93 Sales of Skin Care by Category: Value 2018-2023

Table 94 Sales of Skin Care by Category: % Value Growth 2018-2023

Table 95 NBO Company Shares of Skin Care: % Value 2019-2023

Table 96 LBN Brand Shares of Skin Care: % Value 2020-2023

Table 97 LBN Brand Shares of Premium Skin Care: % Value 2020-2023

Table 98 Forecast Sales of Skin Care by Category: Value 2023-2028

Table 99 Forecast Sales of Skin Care by Category: % Value Growth 2023-2028

Sun Care in Kenya

KEY DATA FINDINGS

2023 DEVELOPMENTS

Rising awareness drives development in sun care in Kenya

Social media supports sales in sun protection

Social media drives demand for higher-priced options

PROSPECTS AND OPPORTUNITIES

More brands set to leverage social media marketing during forecast period

Low-income consumers unable to afford sun care, while supermarkets will remain strongest distribution channel

Mid- and high-income consumers will support demand for premium variants

CATEGORY DATA

Table 100 Sales of Sun Care by Category: Value 2018-2023

Table 101 Sales of Sun Care by Category: % Value Growth 2018-2023

Table 102 Sales of Sun Care by Premium vs Mass: % Value 2018-2023

Table 103 NBO Company Shares of Sun Care: % Value 2019-2023

Table 104 LBN Brand Shares of Sun Care: % Value 2020-2023

Table 105 LBN Brand Shares of Premium Adult Sun Care: % Value 2020-2023

Table 106 Forecast Sales of Sun Care by Category: Value 2023-2028

Table 107 Forecast Sales of Sun Care by Category: % Value Growth 2023-2028

Premium Beauty and Personal Care in Kenya

KEY DATA FINDINGS

2023 DEVELOPMENTS

Inflation undermines sales in premium segments as consumers face squeezed budgets

Premium beauty remains resilient among mid-to-high-income consumers despite wider economic challenges

Counterfeit products remain problematic

PROSPECTS AND OPPORTUNITIES

Greater interest in premium skin care offers future growth potential

Improved lifestyles and incomes to drive demand

Experience-driven luxury will become more prevalent in premium segments

CATEGORY DATA

Table 108 Sales of Premium Beauty and Personal Care by Category: Value 2018-2023

Table 109 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023

Table 110 NBO Company Shares of Premium Beauty and Personal Care: % Value 2019-2023

Table 111 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2020-2023

Table 112 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2023-2028

Table 113 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2023-2028

Mass Beauty and Personal Care in Kenya

KEY DATA FINDINGS

2023 DEVELOPMENTS

Demand driven by low-middle income consumers

Multifunctional variants gain traction

Inflationary pressures support sales in local, low-cost options

PROSPECTS AND OPPORTUNITIES

Demand for mass products to continue during forecast period

Aggressive marketing as a key strategy

Low-cost options to expand across category

CATEGORY DATA

Table 114 Sales of Mass Beauty and Personal Care by Category: Value 2018-2023

Table 115 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023

Table 116 NBO Company Shares of Mass Beauty and Personal Care: % Value 2019-2023

Table 117 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2020-2023

Table 118 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2023-2028

Table 119 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2023-2028

The following categories and subcategories are included:

Beauty and Personal Care

- Baby and Child-specific Hair Care
- Baby and Child-specific Skin Care
- Baby and Child-specific Sun Care
- Baby and Child-specific Toiletries
- Baby Wipes
- Medicated Baby and Child-specific Products
- Nappy (Diaper) Rash Treatments
- Bar Soap
- Bath Additives
- Body Powder
- Body Wash/Shower Gel
- Hand Sanitisers
- - Intimate Washes
  - Intimate Wipes
- Liquid Soap
- - - Premium Eye Liner/Pencil
    - Mass Eye Liner/Pencil
  - - Premium Eye Shadow
    - Mass Eye Shadow
  - - Premium Mascara
    - Mass Mascara
  - - Premium Other Lash and Brow Make-Up
    - Mass Other Lash and Brow Make-Up
- - - Premium BB/CC Creams
    - Mass BB/CC Creams
  - - Premium Blusher/Bronzer/Highlighter
    - Mass Blusher/Bronzer/Highlighter
  - - Premium Foundation/Concealer
    - Mass Foundation/Concealer
  - - Premium Powder
    - Mass Powder
  - - Premium Other Facial Make-Up
    - Mass Other Facial Make-Up
- - - Premium Lip Gloss
    - Mass Lip Gloss
  - - Premium Lip Liner/Pencil
    - Mass Lip Liner/Pencil
  - - Premium Lipstick
    - Mass Lipstick
  - - Premium Other Lip Products
    - Mass Other Lip Products
- - - Premium Nail Polish
    - Mass Nail Polish
  - - Premium Nail Treatments/Strengthener
    - Mass Nail Treatments/Strengthener
  - - Premium Polish Remover
    - Mass Polish Remover
  - - Premium Other Nail Products
    - Mass Other Nail Products
- - Premium Colour Cosmetics Sets/Kits
  - Mass Colour Cosmetics Sets/Kits
- Deodorant Creams
- Deodorant Pumps
- Deodorant Roll-Ons
- Deodorant Sprays
- Deodorant Sticks
- Deodorant Wipes
- Hair Removers/Bleaches
- Women's Pre-Shave
- Women's Razors and Blades
- - Premium Men's Fragrances
  - Premium Women's Fragrances
  - Premium Unisex Fragrances
  - Premium Fragrance Sets/Kits
- - Mass Men's Fragrances
  - Mass Women's Fragrances
  - Mass Unisex Fragrances
  - Mass Fragrance Sets/Kits
- 2-in-1 Products
- Colourants
- Conditioners and Treatments
- Hair Loss Treatments
- Perms and Relaxants
- Salon Professional Hair Care
- - Medicated Shampoos
  - Standard Shampoos
- Styling Agents
- - Men's Post-Shave
  - Men's Pre-Shave
  - Men's Razors and Blades
- - - Premium Men's Bath and Shower
    - Mass Men's Bath and Shower
  - - Premium Men's Deodorants
    - Mass Men's Deodorants
  - - Premium Men's Hair Care
    - Mass Men's Hair Care
  - - Premium Men's Skin Care
    - Mass Men's Skin Care
- - Premium Men's Fragrances
  - Mass Men's Fragrances
- Dental Floss
- - Denture Cleansers
  - Denture Fixatives
- Mouth Fresheners
- Mouthwashes/Dental Rinses
- Tooth Whiteners
- - Manual Toothbrushes
  - - - Battery Toothbrush Replacement Heads
      - Battery Toothbrush Units
    - - Electric Toothbrush Replacement Heads
      - Electric Toothbrush Units
- Toothpaste
Oral Care Excl Power Toothbrushes
- - - Premium Firming Body Care
    - Mass Firming Body Care
  - - Premium General Purpose Body Care
    - Mass General Purpose Body Care
- - - Premium Acne Treatments
    - Mass Acne Treatments
  - - Premium Face Masks
    - Mass Face Masks
  - - - Premium Liquid/Cream/Gel/Bar Cleansers
      - Mass Liquid/Cream/Gel/Bar Cleansers
    - - Premium Facial Cleansing Wipes
      - Mass Facial Cleansing Wipes
  - - - Premium Basic Moisturisers
      - Mass Basic Moisturisers
    - - Premium Anti-Agers
      - Mass Anti-Agers
  - - Premium Lip Care
    - Mass Lip Care
  - - Premium Toners
    - Mass Toners
- - Premium Hand Care
  - Mass Hand Care
- - Premium Skin Care Sets/Kits
  - Mass Skin Care Sets/Kits
- - - Premium Aftersun
    - Mass Aftersun
  - - Premium Self-Tanning
    - Mass Self-Tanning
  - - Premium Sun Protection
    - Mass Sun Protection
- Baby and Child-specific Sun Care
- Premium Baby and Child-specific Products
- Premium Bath and Shower
- - - Premium Eye Liner/Pencil
    - Premium Eye Shadow
    - Premium Mascara
    - Premium Other Lash and Brow Make-Up
  - - Premium BB/CC Creams
    - Premium Blusher/Bronzer/Highlighter
    - Premium Foundation/Concealer
    - Premium Powder
    - Premium Other Facial Make-Up
  - - Premium Lip Gloss
    - Premium Lip Liner/Pencil
    - Premium Lipstick
    - Premium Other Lip Products
  - - Premium Nail Polish
    - Premium Nail Treatments/Strengthener
    - Premium Polish Remover
    - Premium Other Nail Products
  - Premium Colour Cosmetics Sets/Kits
- Premium Deodorants
- - Premium Men's Fragrances
  - Premium Women's Fragrances
  - Premium Unisex Fragrances
  - Premium Fragrance Sets/Kits
- Premium Hair Care
- - - Premium Firming Body Care
    - Premium General Purpose Body Care
  - - Premium Acne Treatments
    - Premium Face Masks
    - Premium Facial Cleansing Wipes
    - - Premium Basic Moisturisers
      - Premium Anti-Agers
    - Premium Lip Care
    - Premium Liquid/Cream/Gel/Bar Cleansers
    - Premium Toners
  - Premium Hand Care
  - Premium Skin Care Sets/Kits
- - Premium Aftersun
  - Premium Self-Tanning
  - Premium Sun Protection
- Prestige Baby and Child-specific Products
- Prestige Bath and Shower
- Prestige Colour Cosmetics
- Prestige Deodorants
- Prestige Fragrances
- Prestige Hair Care
- - Prestige Body Care
  - Prestige Facial Care
  - Prestige Hand Care
  - Prestige Skin Care Sets/Kits
- Prestige Adult Sun Care
- Mass Baby and Child-specific Products
- Mass Bath and Shower
- - - Mass Eye Liner/Pencil
    - Mass Eye Shadow
    - Mass Mascara
    - Mass Other Lash and Brow Make-Up
  - - Mass BB/CC Creams
    - Mass Blusher/Bronzer/Highlighter
    - Mass Foundation/Concealer
    - Mass Powder
    - Mass Other Facial Make-Up
  - - Mass Lip Gloss
    - Mass Lip Liner/Pencil
    - Mass Lipstick
    - Mass Other Lip Products
  - - Mass Nail Polish
    - Mass Nail Treatments/Strengthener
    - Mass Polish Remover
    - Mass Other Nail Products
  - Mass Colour Cosmetics Sets/Kits
- Mass Deodorants
- - Mass Men's Fragrances
  - Mass Women's Fragrances
  - Mass Unisex Fragrances
  - Mass Fragrance Sets/Kits
- Mass Hair Care
- - - Mass Firming Body Care
    - Mass General Purpose Body Care
  - - Mass Acne Treatments
    - Mass Face Masks
    - Mass Facial Cleansing Wipes
    - - Mass Basic Moisturisers
      - Mass Anti-Agers
    - Mass Lip Care
    - Mass Liquid/Cream/Gel/Bar Cleansers
    - Mass Toners
  - Mass Hand Care
  - Mass Skin Care Sets/Kits
- - Mass Aftersun
  - Mass Self-Tanning
  - Mass Sun Protection
- Dermocosmetics Baby and Child-specific Products
- Dermocosmetics Bath and Shower
- Dermocosmetics Colour Cosmetics
- Dermocosmetics Deodorants
- Dermocosmetics Fragrances
- Dermocosmetics Hair Care
- - Dermocosmetics Body Care
  - Dermocosmetics Facial Care
  - Dermocosmetics Hand Care
  - Dermocosmetics Skin Care Sets/Kits
- Dermocosmetics Adult Sun Care

Beauty and Personal Care

This is the aggregation of baby and child-specific products, bath & shower, deodorants, hair care, colour cosmetics, men's grooming, oral hygiene, fragrances, skin care, depilatories and sun care. Black market sales and travel retail are excluded.

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Beauty and Personal Care in Kenya

Beauty and personal care in 2023: The big picture

2023 key trends

Competitive landscape

Retailing developments

What next for beauty and personal care?

Overview:

The Beauty and Personal Care in Kenya report includes:

This report answers:

Beauty and Personal Care in Kenya

Beauty and personal care in 2023: The big picture

2023 key trends

Competitive landscape

Retailing developments

What next for beauty and personal care?

DISCLAIMER

Baby and Child-Specific Products in Kenya

KEY DATA FINDINGS

Johnson &Johnson sued over sale of baby powder in Kenya, while consumers shift towards multifunctionality

Nice and Lovely East Africa introduces Nice& Lovely baby naturals.

Royal Converters launches Hanan Flushable baby wipes in top-performing subcategory

Slow growth forecast for baby and child-specific products in the face of strict regulations

Market expansion in line with population increase provides potential for future growth

Nappy (diaper) rash treatments faces further struggle

Bath and Shower in Kenya

KEY DATA FINDINGS

Cussons adds two new variants to Flamingo soap line, while concerns rise regarding product ingredients

Bidco Africa ventures into e-commerce with a new online shop and Pwani Oil launches new chocolate soap

Players innovate in line with current trends

Growing demand for plant-based ingredients, essential oils and locally sourced materials

Multifunctional trend will accelerate during forecast period while consumers continue to shift towards local offerings

Improved household sanitation to impact on growth and development

Colour Cosmetics in Kenya

KEY DATA FINDINGS

E-commerce continues to rise in colour cosmetics in 20233

Maybelline New York engages social media influencers to push the brand, as lip products gains ground

Colour cosmetics is home to counterfeit brands

Generation Z as driving force for innovation

Rising incomes will support sales in colour cosmetics

Rising interest in personal appearance to support category development, as the digital shift continues

Deodorants in Kenya

KEY DATA FINDINGS

Rising incomes and persistent urbanisation fuel positive growth in deodorants

Deodorant sticks faces pricing challenges amid growing demand

Beiersdorf maintains overall lead in 2023

Improved incomes and an expanding population will support future growth for deodorants in Kenya

Roll-ons to remain popular choice

Shift to natural deodorants likely to stunt category growth while e-commerce expands

Depilatories in Kenya

KEY DATA FINDINGS

Shifting preferences towards safer alternatives

Increased incomes drive growth

Veet maintains market lead

Bleaches yet to gain traction, and consumers to continue to shift towards safe ingredients

Penetration of laser hair removal to negatively impact category growth

Hair removers remain preferred

Fragrances in Kenya

KEY DATA FINDINGS

Mass fragrances outpaces premium alternatives

Arabian scents gain further ground and men show more interest in fragrances

Inflation negatively impacts sales, and refill stations expand

Premium fragrances to remain resilient

Counterfeit fragrances restrict overall growth

Signature fragrances set to become more widespread

Hair Care in Kenya

KEY DATA FINDINGS

Consumers shift towards chemical-free options boasting natural ingredients

Design Essentials launches innovative new product

L’Oréal invests in new education programmes and product expansion

Salon professional hair care to benefit from continued urbanisation

Health-conscious consumers to drive demand for natural ingredients as digitalisation trends continue apace

Premium hair care holds potential for growth

Men's Grooming in Kenya

KEY DATA FINDINGS

Kenyan men increasingly prioritise grooming and self-care

PZ Cussons appoints Nameless as brand ambassador for Imperial Leather, and Hasbah maintains leaderships

Skin care drives interest in men’s grooming

Innovation informed by evolving needs and preferences